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In the face of the COVID-19 pandemic, eCommerce has experienced a phenomenal rise in Australia since 2020. Not only does an eCommerce strategy generate direct revenue, but it also provides a means to better understand customers’ needs and preferences in detail, via volumes of available and transactional data.

Online interactions provide the means to collect and analyse data on hundreds, thousands, or even millions of customers in ways that are impossible through simple face-to-face in-store interactions.

Powering your eCommerce platform with data validation means always reaching and staying connected with your customers. In other words: You have a data-driven strategy to build loyalty. Data validation solutions mean verifying information like emails, mailing addresses, and phone numbers—which is crucial information that gives you a deeper understanding of who your customers are and keeps you in touch with them.

What is address verification?

Address verification software makes sure you have the right customer addresses on file. The software combs through your existing address lists to find inaccurate addresses. Whether you are performing a bureau cleanse or have real-time address verification integrated into your online forms, Experian’s address verification software validates the mailing address on the spot.

Experian’s real time address validation tool uses sources of truth such as Australia Post and Geoscape to verify mailing addresses. Intuitive address validation makes it easier for consumers to enter their details online, saving time at the checkout page and ensuring accuracy especially with the use of smart devices for shopping.

Real time address validation lets you feel confident that you have accurate, deliverable addresses and increases speed at check out, reducing friction and cart abandonment rates.

Benefits of address verification

• Ensure accurate and timely product delivery, while maximising customer satisfaction.
• Plan more cost-effective fulfillment strategies, determining optimum fulfillment centre locations and last-mile delivery services.
• Ensure ease of purchase for your customer online making data collections steps as simple and intuitive as possible
• Position products closer to where the demand is likely to be, whether to encourage store pick-up or reduce last mile delivery costs.
• Reduce address correction fees and the cost of lost products.
• Reduce address correction fees and the cost of lost products.

What is email verification?

Email validation checks for spelling, formatting, or syntax errors and lets the user know if there’s an issue. Real-time email verification also sends a ‘ping’ to check that the email is connected to a mailbox that can receive messages.

Benefits of email verification

• Reliable email data supports direct communication with customers to quickly and effectively provide notifications and updates. A deeper look: Consumers rely on email to receive receipts, shipment confirmation and status updates, and product availability notifications. When these aren’t received because of an email address error, it decreases customer satisfaction and likely generates a costly phone call.
• Valid email data is a significant source of revenue. Email campaigns provide an inexpensive way to deliver personalised offers directly to named consumers and can be a significant driver of ecommerce site visits. A deeper look: The average lifetime value of a consumer email address, in terms of sales generated, is typically over $50AUD. While that doesn’t sound like a lot, the average cost of ensuring an email address is accurate, is generally less than a few cents.
• Email data can contribute to determining an accurate identity for each consumer. While some email addresses are shared, the vast majority are unique to an individual. A deeper look: Pairing a consumer’s email address with their name and mailing address helps significantly in determining who they are, which in turn supports the acquisition of additional information you may require.

What is phone verification?

Phone number validation is the process of checking if a phone number is accurate. It lets you find out if the phone number you have for a business contact or customer is active and able to receive calls.

Benefits of phone verification

• Valid phone data provides an additional means of distinguishing between customers and validating their identities. While landline phone numbers align to households rather than individuals, the majority of adult consumers now have their own unique mobile phone number and mobile phones are fast becoming the device of choice for shopping—both online and in store (where they are used for price checking and product comparisons).
• Support accurate and non-intrusive notifications and alerts. Non-intrusive because consumers will generally accept text messages from businesses that they are interacting with. It’s helpful to receive texts about orders received, package deliveries, and reminders about product availability and pick-ups.
• Phone numbers can also be used to generate sales for omni-channel retailers, by delivering promotions when consumers are in the vicinity of stores. What’s even better, these solutions are available in various platforms made to make your data fit for purpose. Depending on the needs of your business you could look to:

1. Integrate real-time verification into your website to validate contact data as it is entered into the form.
2. Verify addresses in bulk at a regular cadence so you can confidently work with trustworthy data without adding to your tech stack.

Having a strong eCommerce data validation strategy opens venues to explore whole new areas of savings and optimisations.

• Accurate contact data coupled with consumer attributes supports targeted advertising, which in turn, produces higher conversion rates and revenue streams, and improves marketing ROI.
• Trustworthy data improves identity resolution and increases the value of third-party data that can be used to better understand your customers’ broader buying behaviours and purchase habits.
• Greater accuracy reduces risk when it comes to privacy rule compliance.

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Article supplied by Experian a Partner of eStar.